Download - 10 Metrics for PPC and Landing Pages That Help You Make More Money

CONFIDENTIAL – DO NOT DISTRIBUTE 1

Webinar: 10 Metrics for PPC & Landing Pages That Help You Make More Money

Larry Kim, WordStream

Carlos del Rio, Unbounce

August 21, 2012

Do you understand these terms?

Question: Which are the most important key metrics to

focus on in your account?


• 5 Top metrics for PPC campaigns (Larry)

– Why they matter

– How to Rate your Performance

• 5 Important Metrics for Landing Pages (Carlos)

– Why they matter

– How you can improve them

• Questions & Answers

Today’s Agenda

3

Take Part in Live Blogging on Twitter / Google+

• Include the hashtag #keymetrics in your Twitter tweets, Google+ status updates, etc.

4

Speaker Introductions

5

• Carlos Del Rio

– Director of Conversion Analysis & Digital Strategy

– Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media

• Larry Kim

– Founder, CTO, WordStream, Inc.

– Been doing PPC & SEO for 10 Years!

– 3 Years ago, started WordStream!

– Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools

Live Poll Question #1

Question: Which of the following AdWords Metrics would

you say are the most important for managing your Google

AdWords Search campaigns?

a) Clicks, Cost, Cost-Per-Click

b) Quality Score, Click-Through-Rate

c) Conversions, Cost Per Conversion, Conversion Rate

d) Search Query Report

e) Impression Share Report

6

The 5 Key Metrics that Define Your AdWords Performance

At WordStream, we believe that you can get a sense for the health of an AdWords account by measuring just 5 key metrics:

1. Quality Score

2. Click-Through Rate

3. Account Activity

4. Long-Tail Keyword Optimization

5. Negative Keyword Usage

7

• Baseline your performance

• A free, instant PPC audit in under a minute!

• Grades your AdWords account performance based on the 8 PPC metrics that really matter

• Compares how you’re doing against other accounts of similar size (monthly spend)

8

Grade Yourself! http://www.wordstream.com/google-adwords

www.wordstream.com/google-adwords

http://www.wordstream.com/google-adwords




What will you learn? http://www.wordstream.com/google-adwords


www.wordstream.com/google-adwords




AdWords Clinic!

• We’ll review 2 real AdWords accounts and review the metrics that matter to determine if they’re succeeding or failing, and what they can do to improve

10

Improving Your AdWords Account Metrics

• To improve account performance, leverage

intelligent automation to enable best practices

around key metrics.

• WordStream provides powerful tools and automated

algorithms that can help you improve on your

account metrics.

11

• Actionable Search Query Report

• See the search queries that users entered to find

your website

– Add them as keywords if they’re good

– Set negative keywords if they’re bad

• Powerful filters to help you dig through data quickly.

1. Use QueryStream™ to Act on Search Query Data

12

• We do all the work of finding

junk keywords

• You just review / approve the

findings.

• Quick. Easy. Powerful.

• 20 Minutes a Week can

improve your ROI on

AdWords by 20% or more!™

2. Use SavingsAlerts™ from WordStream to Eliminate Junk Keywords

13

• Leverage WordStream Trillion-Keyword Database™ and

Powerful automated algorithms

• Discovers profitable, relevant mid & long-tail keywords that you

may have missed out on.

3. Target Mid & Long Tail Keywords with WordStream

14

• Quickly break-up bloated ad-groups into more targeted,

relevant ad groups.

• Improve CTR, Quality Score, Conversion Rates with just one

click!

4. Split AdGroups for Maximum Relevancy with WordStream

15

AdGroup 1

AdGroup 2

AdGroup 3

AdGroup 4

Summary: The 5 Metrics That Matter for PPC

16

A. Focus on the 5 PPC Metrics that matter:

• Quality Score

• Click-Through Rate

• Account Activity

• Long-Tail Keyword Optimization

• Negative Keyword Usage

B. Leverage tools and automation to enable PPC best practices to improve your return on investment (ROI) on paid search


Buy Xena Warrior Princess Chakram 1.) Headline with Call To Action

2.) Demonstration 3.) Value

4.) Support

Wow! The free shipping got

here in two days!

- Happy McCustomer

5.) Action


Will It Bounce?

Check Message Match


Conversion Starts

Test Layout & Call to Action


Conversion Completion

Test Call to Action, Form Length, & Eliminate Coupon Codes


Abandonment Rate


Cost Per Action

Improve PPC Factors or Conversion Factors


Bounce Rate

Conversion Starts

Conversion Completions

Abandonment Rate

Cost Per Action

Summary of Metrics

Special Offers

• Unbounce

– 30 day free trial

– 50% off for 3 months with promo code WSwebinar503

– Get started at http://try.unbounce.com/with-wordstream/

• WordStream

– Grade your account

– Then get a free account assessment with one of our Search experts

– We’ll help you identify missed opportunities and more


http://try.unbounce.com/with-wordstream/



Live Poll Question #2

26

Q: Would you like…

• A free AdWords account audit and help in understanding your score with a certified AdWords Professional

• A demo of WordStream PPC Advisor

Thank you for attending WordStream and Unbounce’s webinar on:

10 Metrics for PPC & Landing Pages That Help You Make More

Money. #ppcmetrics

Evaluate your ppc campaings today!


Learn more about Unbounce:

http://try.unbounce.com/with-wordstream Or contact us directly:

Carlos del Rio

[email protected]

Larry Kim

[email protected]

Your Questions

27

http://try.unbounce.com/with-wordstream




mailto:[email protected]

mailto:[email protected]

Download - 10 Metrics for PPC and Landing Pages That Help You Make More Money

Top Related